Will Packer Media has acquired xoNecole, a lifestyle site created by, and for, urban millennial women. The terms of the transaction were not disclosed.

Founded by blogger Necole Kane, xoNecole’s mission is to promote positive images of women of colour, as well as empower, educate and inspire millennials through interviews, beauty, fashion, lifestyle, career and travel features. Kane’s initial gossip site, NecoleBitchie.com, launched in 2008. The site rebranded in 2015 to focus on universal themes important to young women.

The deal expands WPM’s media footprint with xoNecole becoming the company’s first owned and operated digital platform and complementing its existing strength in TV, digital and branded content production. WPM will implement an accelerated growth strategy for the cross-platform brand, expanding its video, social and mobile offerings, and building a branded newsletter and multi-faceted event series to further connect with its audience.

Will Packer, CEO and founder of Will Packer Media, said, “Necole is amazingly gifted in her ability to connect with women and deliver much needed engaging, smart and empowering content that is aspirational and impactful.”

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